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Book 1:1 Strategy CallCRO and landing pages for Shopify
Revenue per visitor from a bundle block on the product page.
Artem Straps+17.9%Revenue per visitor from one honest stock check at checkout.
Artem Straps+14.6%Revenue per visitor from a new advertorial headline.
BSQBSQ | Advertorial | A/B test
+14.56% revenue per visitor from one advertorial headline
We replaced a feature-led headline with a curiosity-led one on the Magic Body Oil advertorial. Tested Mar 17 to 23, 2025 on desktop and mobile.
+14.56%
Revenue per visitor
Variant vs control
+9.49%
Conversion rate
Variant vs control
$105,074
Estimated monthly revenue impact
Projected from the test result
Client context
Who we worked with
BSQ (Besque) sells a hero skincare product, Magic Body Oil, mainly through advertorial landing pages for paid traffic.
The tested page was besque.co/pages/magic-body-oil-lp.
The problem
What was holding conversions back
Our copy research found the headline was feature-focused. It listed results, "firmer, tighter, glowing", instead of giving cold traffic a reason to keep reading.
The same review flagged scattered calls to action and a late price reveal on the page.
Hypothesis
What we expected to happen
If the headline opens a story and a curiosity gap instead of listing features, more cold visitors will read on and buy, lifting conversion rate and revenue per visitor.
Before vs after
Control vs Variant
Control
Visibly Firmer, Tighter & Glowing Silky Smooth Skin
Feature-led headline listing the benefits.
Variant
The Ancient Oil Secret That Makes Skin Look Young Again
Curiosity-led headline built around a story.
Headlines shown as text. No page screenshots were saved for this test.
What we changed
The change in detail
Replaced the advertorial headline only. Everything else on the page stayed the same.
Moved from a feature list to a story hook with a clear outcome: skin that looks young again.
Results
What the test showed
The variant headline won on both conversion rate and revenue per visitor and was marked for implementation.
+14.56%
Revenue per visitor
Variant vs control
+9.49%
Conversion rate
Variant vs control
$105,074
Monthly revenue impact
Estimated
Learnings
What we took away
On advertorials for cold traffic, the headline is one of the highest-leverage elements on the page.
A story hook with a curiosity gap beat a list of product features.
Small copy changes can be tested fast. This test ran for one week.
Find out what to test on your store
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